Triangulating Coverage, Resourcing, and Profitability in High Technology

Business Challenge

Our client sold to major telcos, did business across the globe, and was regarded as the leader in its space, with win ratios that exceed the competition in many markets. The client’s major challenge was to re-assessing its go-to-market strategy, including where to allocate capital and resources for the highest return. It struggled to understand optimal resource and capital allocations, including productivity, resource loadings, and cost of sales. Leadership was in the middle of creating their annual operating plan (AOP) and needed more insight into areas for improvement and strategic ‘bets.’

Triangulating coverage, resourcing, and profitability

Symmetrics Group Approach

Symmetrics Group worked with the client on a number of work streams to help analyze and align resources to the market:

  • Sales Resourcing: We mapped how sales resources were concentrated and what the ratios were among various roles – e.g., sales engineers and sellers or sales management and sellers, etc.
  • Sales Productivity and Costs: We isolated the pockets of high/low sales productivity, and assessed how they aligned to the client’s strategy and investments. We also identified the costs of sales by region, business unit, and product level, and compared it to external/internal benchmarks and historical trends. We then built a model to build scenarios for cost of sale, resource, and productivity changes for future planning needs.
  • Sales Coverage: We conducted a high-level analysis around current coverage and ‘ white or red’ space opportunities – across regions, business units, and accounts.
  • Channel Analysis: Finally, we reviewed the costs and productivity by channel, and the ‘ hidden’ costs of the channel infrastructure and management.


The company’ s president reviewed Symmetrics Group’ s final recommendations and then sent them to the CEO and Board. The President and SVP of Sales were both in strong support of the recommended changes, demonstrating an ‘appetite’ for making some bold strategic moves. At the time of writing, the client was in the process of executing our recommendations and made them an integral part of their upcoming fiscal year plan.


Our client is a high-tech producer of test and measurement equipment and solutions for large telecommunications companies and equipment manufacturers. Client leadership wanted to take the “guesswork” out of their approach to strategic planning.


Warren Shiver – Warren is Symmetrics Group’s managing partner and a resident expert on sales strategy and sales resource optimization. He brings together rigorous analytics and strategic insight to identify opportunities for sales performance improvement.

Warren Shiver Partner at Symmetrics Group
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